Fidelity Changes Tact

Hoping to rise above the din being created by market volatility and the incursion of day traders, Fidelity Investments this week breaks an estimated $100 million multimedia brand and product effort with a focus on responsible investing.
Created by Boston-based Hill, Holliday, Connors, Cosmopulos, four black-and-white TV spots feature emotion-laden vignettes of actual customers who have overcome adversity with proper investment strategies. The sage advice of Fidelity vice chairman Peter Lynch serves as the narrative.
The new tagline: “We help you invest responsibly.”
The commercials serve as a salute to an entire generation of responsible investors, according to Steve Cone, president of customer marketing and development at Fidelity.
Included in each spot is a call to action offering a free copy of “Fidelity’s Guide to Investing Responsibly.”
Cone said that the “responsibility” theme will serve as “the platform” for all Fidelity communications moving into 2000, including the soon-to-be launched brokerage Web site being promoted by Gotham in New York.
The first ad in the series broke over the weekend on CBS during the finals of the U.S. Open tennis tournament. The other three will break on the Fidelity-sponsored “American Dream” series on the CBS Evening News beginning Wednesday.
Hill, Holliday executives, who referred questions about the campaign to the client, are energized, believing that the “right voice” has been found. Past efforts pairing Lynch with comics Don Rickles and Lily Tomlin were criticized as pandering by consumers and industry insiders alike.